developing a strong keyword strategy & key performance indicators you should be using

The keyword strategy behind a PetsRPals digital marketing campaign, highlighting search intent, paid performance signals, and the opportunities those insights create for SEO, content strategy, and future optimization.

What This Keyword Strategy Tells Us

Keyword strategy is not just about choosing phrases with high search volume. It is about understanding intent, comparing performance, and finding the overlap between visibility, relevance, and conversions. In this PetsRPals campaign example, the data shows which terms attract clicks, which terms drive efficient conversions, and which categories may need stronger landing pages or content support.

Instead of treating every keyword equally, this analysis helps us to prioritize:

• where the brand should invest more aggressively
• where messaging should improve
• where SEO content can support paid performance over time

Data Suggestions

The best-performing terms in this campaign lean heavily toward clear purchase intent. Phrases like hypoallergenic shampoo for puppy and catnip cat oil show stronger conversion efficiency than broader, more generic keywords. That pattern suggests PetsRPals benefits from targeting product-led, problem-aware searches rather than relying only on broad category terms.

Key takeaways

• High-intent keywords often outperform broader awareness keywords in conversion efficiency.
• Specific problem-solving phrases can justify stronger paid investment.
• Broad terms may still matter, but they often need better landing page alignment.
• SEO content should support both transactional and informational search journeys.

Top-Performing Keyword Opportunities

Some keyword groups clearly stand out as stronger candidates for future budget and content support.

Standout performers from the campaign

Based on the campaign data, hypoallergenic dog shampoo, catnip infused oil, and cat smell small apartment stand out as some of the strongest opportunities. These terms combine solid click-through rates with stronger conversion outcomes, which makes them useful not only for paid media decisions but also for SEO expansion and product page optimization.

keywords for dog owners

hypoallergenic dog shampoo

• Specialty PetsRPals product line with 3 unique scents; one specially designed for cats
• Sells well in-store
• We have noticed that there are already some searches “combining petsrpals” + “hypoallergenic” or “petsrpals shampoo.”
• Matches one of 2 primary audience segments

catnip-infused oils and oil burners

• Also a niche product
• Top seller in-store; usually as an impulse buy by cat owners
• Searches already occur online indicating they are looking specifically for PetsRPals brand of oils. PetsRPals does not currently have a competitor in this market

pan point: cat smell small apartment

• our target audience is urban dwellers – millennials and gen-z.
• Most live in small apartments within this demographic.
• This is an easily solvable problem with both catnip infused oil and PetsRPals line of pet-safe catnip candles.
• This also covers our second demographic – we get less sales in cat products, BUT they are willing to spend more money in the online store than in our physical locations than dog owners – we would like to balance with 2 products for cats and one for dogs

Keywords That Need Better Support

Lower-performing keywords are not always bad keywords. Sometimes they reveal content, offer gaps or just need a few minor tweaks.

Where performance drops off

Terms like eco-friendly litter, vet consultation online, and puppy training pads appear weaker from an efficiency standpoint, but that does not automatically mean they should be cut. It may mean the landing page experience, product-market fit, or offer framing is weaker for those searchers.

Possible reasons for weaker results

• The keyword may not match the product offering closely enough
• The landing page may not answer the user’s intent fast enough
• Ad copy may be too broad for a more competitive or expensive term
• The keyword may belong higher in the funnel and need educational content support

Campaign Performance Metrics

Paid search metrics help validate which keyword groups deserve more aggressive investment.